gender and racial inequality in film: examining on-screen ... · gender and racial inequality in...

Gender and Racial Inequality in Film: Examining On-Screen Portrayals and

Behind-the-Scenes Employment Patterns

Dr. Stacy L. Smith

Media, Diversity, & Social Change Initiative

USC Annenberg

@MDSCInitiative

annenberg.usc.edu

Media, Diversity, & Social Change Initiative

1) On Screen Portrayals

2) Behind the Camera Employment Patterns

3) Economic Analyses of Motion Pictures

4) Barriers & Opportunities for Diversity Behind the

Camera

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Content Analyses Samples:

100 Top Grossing Films Per Year

Unit of Analysis:

Speaking Characters

- on screen, discernible, one or more words

Measures:

Demographics (age, race/ethnicity, parents, partners)

Physical Appearance (sexy attire, nudity)

Occupation Characteristics (jobs, sector, clout)

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#1 Females & Underrepresented Groups

are Still Sidelined in Popular Top-Grossing Films

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Prevalence 2007 2008 2009 2010 2012 2013

% of female

characters 29.9% 32.8% 32.8% 30.3% 28.4% 29.2%

male to female

ratio 2.35 to 1 2.05 to 1 2.05 to 1 2.3 to 1 2.51 to 1 2.43 to 1

% w/gender-

balanced casts 11.9% 15% 16.8% 4% 6% 16%

Total # of speaking

characters 4,379 4,370 4,342 4,153 4,475 4,506

Note: ASCJ study examining character demographics and hypersexuality across 600 films from 2007 to 2013.

Females’ Employment Patterns On Screen

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Female Prevalence in Entertainment

Prevalence Family

Films Prime-Time

Programs Children’s

Shows

% of female characters 28.3% 38.9% 30.8%

male to female ratio 2.53 to 1 1.57 to 1 2.25 to 1

% w/gender-balanced casts 11% 22% 19%

% of stories w/female

narrators 26.5% 44.2% 20%

Note: Study funded by the Geena Davis Institute for Gender in Media. 129 films rated G, PG, or PG-13 were

evaluated as well as 275 prime time shows across 10 channels and 40 popular children’s series. The prime-time

shows aired during the Spring of 2012.

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MPAA Theatrical Market Statistics

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Prevalence 2007 2008 2009 2010 2012 2013

% of UR

characters 22.4% 28.8% 23.8% 22.4% 23.7% 25.9%

% of Latino

characters 3.3% 4.9% 2.8% 3.9% 4.2% 4.9%

Total # of speaking characters evaluated

4,129 4,016 4,014 3,847 4,047 3,932


Underrepresented Groups Employment Patterns On Screen

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Underrepresented Groups Prevalence Across Entertainment

Prevalence Family Films

Prime-Time Programs

Children’s Shows

% of UR characters 22.2% 22.2% 25.1%

% of Latino characters 4.5% 5.3% 4.7%

# of characters evaluated 4,872 5,161 319




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Prevalence Drama Comedy Children’s Reality News

Magazine

% of UR

characters 20.8% 19.7% 21.9% 23.7% 29.1%

% of Latino

characters 3.6% 9.1% 4.4% 4.1% 1.5%

Total # of speaking characters evaluated

897 1,488 729 1,656 392

Underrepresented Groups Employment Patterns On Screen

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MPAA Theatrical Market Statistics

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Prevalence 2007 2008 2009 2010 2012 2013

% of female

directors 2.7% 8% 3.6% 2.7% 4.1% 1.9%

% of female

writers 11.2% 13.6% 13.5% 11.1% 12.2% 7.4%

% of female

producers 20.5% 19.1% 21.6% 18.3% 20% 19.6%

gender ratio 5 to 1 4.9 to 1 4.5 to 1 5.5 to 1 5 to 1 5.3 to 1


Females’ Employment Patterns Behind the Camera

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Prevalence 2006 2007 2008 2009 2010 2011 2012

% of UR

directors 13% 11% 11% 13% 9% 8% 11%

% of Latino

directors 4% 2% 2% 5% 2% 2% 2%

Note: Study funded by National Endowment of the Arts, Sundance Institute, USC, & USC Annenberg.

UR Employment Patterns Behind the Camera

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Directors Guild Report (2014)

#2 Females are Still Sexualized in Popular

Top-Grossing Films

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Female Sexualization in Entertainment

Indicator 2007 2008 2009 2010 2012 2013

% in sexy attire 27% 25.7% 25.8% 33.8% 31.6% 30.2%

% w/some exposed

skin 21.8% 23.7% 23.6% 30.8% 31% 29.5%

% referenced

attractive 18.5% 15.1% 10.9% 14.7%

Not

Measured 13.2%


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Sexualization by Gender

Note: Study funded by Annenberg School for Communication & Journalism at USC.

#3 Females Still Slam into a Glass Ceiling in Popular Entertainment

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% of Females in Workforce by Media

47%

25.3%

34.4%

20.3%

0%

15%

30%

45%

60%

US Workforce

Children's Shows

Prime Time

Family Films

Note: Study funded by GDIGM.

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Females Still Slam into a Glass Ceiling

Industry Sector Family Films

Females

Prime - Time

Females

% in C - Suite 3.4% (2) 14% (7)

% in Business/Finance 0 42.9% (3)

% in Political Sphere 4.5% (3) 27.8% (5)

% in Legal Arena 0 0

% in Healthcare 21.9% (14) 29.6% (34)

% in Journalism 0 100% (1)

% in Academia 38.5% (5) 38.5% (5)

% in Media/Entertainment 34.2% (27) 27.3% (33)

Total by Gender M=250 vs. F=51 M=241 vs. F=88

Note: The above statistics only apply to the highest level of clout positions or leadership roles

within category. Study funded by GDIGM.

#4 Underrepresented Groups Hold Stereotypical Occupations

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Note: Study funded by GDIGM.

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Top Three Industries

Latinos 1. Manual Labor (27.3%) 2. Entertainment (22.1%) 3. Protective Services (11.7%)

Latinas 1. Entertainment (27.3%) 2. Manual Labor (18.2%) 3. Personal Services and Assistance (15.9%)

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Conclusion

The world is more diverse than movies or TV

depict

Sexy & stereotypical is normative

Lack of occupational power or clout

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gender and racial inequality in film: examining on-screen ... · gender and racial inequality in...

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